Session 4 Business Buying Behavior
Time required: 2 hours
Objectives & Requirements
Be aware of
how business markets are different from consumer markets
why business demand is derived, largely inelastic, and more fluctuating.
how to treat business buyers who are better trained and more professional.
Essential Concepts
derived demand
the model of business buyer behavior
major influences on business buyers
major types of buying situation
eight stages of the business buying process
buying center and roles
Text Chapter and Supplementary Materials
Chapter 6,Kotler & Armstrong, Principles of Marketing 9th ed.
References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
Marketing Applications: Question 1 (a – e)
Issues for Discussion:
1. Why is relationship marketing more important to the B2B than to the B2C players?
2. What’s the business model of Alibaba.com?
3. How come Alibaba has succeeded in its e-hub?
Case Analysis:
《西斯尔石膏板厂》(《当代营销学案例集》)
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